Attitudes towards pathological behavior of consumers might be created by many factors. One of the most important factors are social values being conducive to create certain attitudes towards consumers' pathological behavior. The paper attempts to define the relationship between social values and consumers' attitude towards pathology in market behavior. Using a model approach we proposed analytical tools that might help to determine theoretical construct which could allow one to forecast probability of pathology acceptance in consumers' behavior based on the social values represented by the consumer. We used logistic regression model which allows one to define social values discriminating consumers in terms of their attitudes towards pathological behavior.(original abstract)